‘Technology inside’ for Castrol Industrial, by Bray Leino

Summary

Castrol Industrial’s ‘Technology inside’ campaign shows how excellent creative work can incorporate robust fact-based claims to make communications that are as persuasive as they are striking. The work demonstrates that good creative ideas work across all marketing channels with equal power, including both internal and external comms, to produce an integrated campaign that maximises impact and engagement. The ‘Technology inside’ campaign proves that B2B marketing in an industrial setting can be exciting and innovative and that robust engineering facts can be compelling and visually stimulating, and don’t have to be presented in a dry, dusty way. The ‘Inside’ idea not only integrates media and comms but glues together all of Castrol Industrial’s vast number of sectors, products and services to unify the business and simplify it for customers.

About the client company

Part of BP, Castrol Industrial is a global enterprise that makes the lubricants that literally oil the wheels of industry. Its products are used across the world in a diverse range of sectors including car manufacturing, food production, and wind energy. Castrol Industrial products cover such things as metalworking fluids, cleaners, corrosion preventives and lubricants that are engineered to keep machinery performing at its best. The products are backed up with technical expertise and management. Castrol Industrial has a range of thousands of products and some of these are highly specialist, being designed for a specific piece of machinery in a specific factory.